The role of the marketing communications mix in enhancing service quality A case study in Korek Communications Company in Iraqi Kurdistan

Abstract

This research focused on explaining the role of the mix of marketing communications in enhancing service quality, and the aim of answering them was to elucidate the theoretical and philosophical implications of these variables, and this research falls into two main parts: the first part included the research methodology, and theoretical approaches to the research variables and their dimensions, while the second part presented Analytical framework for research hypotheses, conclusions and recommendations. The sample of the study was a group of workers and customers at Korek Communications Company, by examining the influence and correlation relationships between the research variables, and the descriptive analytical approach was adopted, as well as selecting a sample of workers and customers (240) by adopting the questionnaire form as a measurement tool, the forms were distributed and (226) valid forms were retrieved from them, and the data were processed from During the statistical program (SPSS) to prove the validity of the research hypotheses related to the effect and the correlation between the research variables and the use of multiple regression coefficient and correlation coefficient as statistical methods. The most prominent conclusions reached by the research were in the theoretical and field framework, the most important of which was the achievement of a positive moral correlation between the mix of combined marketing communications and the combined quality of service for the company under discussion in terms of its variables according to the value of the correlation coefficient at the aggregate level. Based on the findings of the research, the research presented some recommendations, the most important of which is the necessity for officials in Korek to focus on paying attention to the elements of the marketing communications mix.